To humanise brand is to waste AI’s potential
Like the Devil, Artificial Intelligence (AI) is in the detail. From the minutiae of speech, creating a friendly tone of voice to how a selection menu is presented based on machine-learned human behaviour, AI is turbo-charging customer interactions. But, to say brands are being or need to be humanised is stupid at best and dangerous at worst.
When building brands, injecting a sense of personality is a common practice that helps support its positioning (i.e. what it stands for) and create an emotional appeal to target audiences. Brand strategists borrow human traits to help brands become more relatable and more top of mind when triggered by a category entry point. Designers, programmers and an entire creative platoon
